COURSE UNIT TITLE

: EXPERIENTIAL MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
SEC 4051 EXPERIENTIAL MARKETING ELECTIVE 3 0 0 5

Offered By

Tourism Management

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSISTANT PROFESSOR GÜZIDE ZEYNEP ÇANKAYA

Offered to

Tourism Management

Course Objective

Within the scope of Experience Marketing course; it is aimed to investigate the studies done in the area of experience marketing which is one of the new marketing fields developed depending on the changing consumer and to be able to examine them in accordance with the theoretical approaches in communication and advertising field.

Learning Outcomes of the Course Unit

1   Perception of the concept of experiential marketing and establishing relationships with tourism
2   Ability to transfer experiential marketing and target audience characteristics and differences of these elements to advertising strategies
3   To be able to examine experiential marketing strategies within the campaign

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 The concept of the new economy and changing consumer in the new economy Concept of the new economy, Types of new economy, Introduction of consumers in the new economy, Types of consumers
2 Experience economy Concept of experience, Origins of experience economy, Characteristics of experience economy, Components of experience economy
3 Changing Consumption Types in Experience Economy Explanation of social consumption, hedonic consumption,cultural consumption, educational consumption
4 Experiential Marketing Dimensions Explanation of differences between experiential marketing and traditional marketing, examination of core dimensions of experiential marketing, customer perception
5 Management of Customer Experiences Mapping customer journey, experience pyramid
6 Developing and Designing Experience Strategies Importance of creative thinking and storytelling in experience design
7 Experiential Marketing in the Digital World Managing customer experience with social media and other digital tools
8 Performance Measurement and Customer Feedback in Experiential Marketing Performance measurement metrics, methods for collecting and evaluating feedback
9 Transformation into an Experiential Brand Building brand image and loyalty
10 Experiential Marketing Strategies in Tourism Experience design in the service sector
11 Experiential Marketing and Event Management Success factors and implementation examples
12 Sustainable Experiential Marketing Concept of sustainability, relationship between experiential marketing and sustainability, examples of sustainability in experiential marketing
13 Designing Experiential Marketing Advertising Campaigns Campaign design phases, tools and methods used, analysis of examples from Turkey and worldwide
14 Future Trends and Innovative Practices Future trends in experiential marketing

Recomended or Required Reading

Deneyimsel Pazarlama, Selma Kalyoncuoğlu, Ankara, 2018, ss.175
Deneyimsel Pazarlama, Kadir Deligöz, Ankara, 2018, ss.118

Planned Learning Activities and Teaching Methods

Lectures
Presentation
Discussion
Question-answer
Case study analysis

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 VZ Vize
2 FN Final
3 BNS BNS VZ*0.40+FN * 0.60
4 BUT Bütünleme Notu
5 BBN Bütünleme Sonu Başarı Notu VZ*0.40+BUT * 0.60


Further Notes About Assessment Methods

1.Midterm Exam: Mid-term exam covers the topics examined in the course and weekly assignments (40%).
2.Final Exam: Final exam covers all subjects in the course content. Students are also responsible for the discussion, practice and case studies (60%).

Assessment Criteria

Exam papers will be evaluated regarding the level of understanding, as well as defining the causality between the basic concepts and issues of the lecture, ability of giving examples and analytical thought, and using relevant terminology.

Language of Instruction

Turkish

Course Policies and Rules

1. It is obligatory to attend at least 70% of the classes
2. Plagiarism of any type will result in disciplinary action.
3. It is essential that students make use of the reading list
4. Students are expected to be involved in class discussions

Contact Details for the Lecturer(s)

zeynep.egeli@deu.edu.tr

Office Hours

Friday / 13:00-15:00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 36
Developing the project 1 20 20
Preparation for midterm exam 1 5 5
Preparation for final exam 1 15 15
Reading 14 2 24
Preparing presentations 1 10 10
Midterm 1 2 2
Final 1 2 2
TOTAL WORKLOAD (hours) 114

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12
LO.15
LO.255
LO.35

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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